The brief was to create seven customer personas providing marketeers and product developers with an 'at-a-glance' understanding of the key drivers for Aviva's client base.
Customer personas are used to illustrate to staff how to better target key demographics with marketing campaigns. The vision was that this would avoid wasting time and money on products which are of no value to the customer through a greater understanding of their needs. This was achieved through a combination of imagery and infographics.
The feedback from the stakeholder and super-user roll-out sessions that I attended was overwhelmingly positive.
Development sketches of customer persona project
Stepping Up – persona screens
Hectic Homes & Restless Ambition – persona screens
Modest Means & Good Life – persona screens
Quiet Times & Golden Years – persona screens